Measuring Social Media Success for Arts Nonprofits

Presented by John Kenyon

November, 2014

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Review – June Session

Email + Website + Social Media Integration

Conversation

Content

Small Experiments

Consistency Across Channels

NOT a Megaphone

Mobile

Mobile (Responsive) Website

Emails Mobile Optimized

Start Collecting Mobile

Numbers

Toolbox

Your Metrics

SMART Objectives

Interpreting

Content

Culture of Content Generation

Editorial Calendar

Monthly Report

Quarterly Review

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Toolbox

Editorial Calendar

http://www.lightboxcollaborative.com/2014-editorial-calendar

Content

Management Support

Coaching & Feedback

Clear Assignments – Tie to Editorial Calendar

Nagging

Content Generation Culture

Write Down Two Content Ideas

Content Generation

Many Contributors

More of the content that is popular/ less that is not

“Behind the Scenes”

Community Discussion

Experimenting

Top Content

Unique Website Visits

Email Clicks

Social Media Engagement

Report Monthly, Review Trends

Quarterly

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Monthly Report

Track website, email + social media metrics

Applause Rate – FB Likes, Twitter Favorites

Conversation Rate – FB Comments, Tw Replies

Amplification Rate – FB Shares, Tw Retweets

Analysis Categories

Measureable Objective

SMART Objectives

X Number of Posts get CommentsX Number of Comments per PostX Number of Posts Shared

Can be number, % increase, other

What Is OneMeasureable Objective?

For WhichAudience?

Write Alone, Save

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Top Content

Unique Website Visits

Email Clicks by Category

Social Media Engagement

Review Trends Quarterly

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Monthly Report

Website

WebsiteSocial Hub

Email

Tracking Sharing

analytics.twitter.com

Your Own Metrics are More Important

Interesting to Compare

No True Industry-Wide Benchmark

Metrics

Focus on what content is popular/not

Review quarterly, adjust strategy & goals

Set benchmarks, try tactics to get there

Walking Debrief

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Your Objective

Your Audience

How Will You Measure That?

Review

Quarterly Review

Trends not Snapshots

Benchmark

Experiment

Content Creation

Trying New Things!

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Resources

Question & Discussion

Ideas for Experiments

Your Experiences

Organizational Capacity

Tools

Metricswww.davidarmano.com

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